Seven up, riding on reinvention
Learning outside classrooms, a flexible syllabus and an evolved monitoring mechanism help Amity script its success story.education Updated: Aug 31, 2011 09:45 IST
An MBA course is no cakewalk. It is serious business, full of long lectures, power-point presentations and classroom discussions. Or so 21-year-old Shipra Gosain thought when she joined the Amity Business School (ABS).
But in the first month, she went for a field trip to the bottling plant of Bisleri, a leading packaged water company.
“We were shown the production unit, the packaging unit, the marketing and sales unit and the HR unit. I got a chance to see how industry functions,” Gosain says.
This was not the only trip the institute organised for its latest batch of students. The other two were to Moser Baer and Amazon. Later in the course, such trips turn into live projects with industry — consultancy firms, banks and big manufacturers.
This learning outside classrooms is what this business school attributes much of its success to.
And the success includes a seven-spot jump in the rankings in a year, no mean feat for an institute that began in 1996 as a small department of Amity University, with just 120 students.
“Students learn much more in the field, sharing notes and workload with professionals,” says Sanjay Srivastava, additional director general, ABS.
The other areas of strength that saw Amity push ahead are its flexible syllabus, a regular monitoring of teachers and a vibrant luxurious campus.
“Reinventing ourselves is very important,” says Sanjeev Bansal, director, MBA and doctoral programmes, ABS. “We revise our course every year, sometimes twice a year.”
This is where its extensive alumni network comes in, providing valuable inputs.
“Our alumni visit us as guest lecturers every week,” says Srivastava. The visits also help foster good connections for placements, he says, since many ABS graduates hold key industry positions.
Designing advertisements, forming marketing plans for products, doing market research and product design are tools that help make learning fun.
The monitoring mechanism, of both students and teachers, is strong. “We have a forum where students can anonymously provide feedback on teachers,” Bansal adds.
The institute has a three-tier mentor system as well, which helps monitor the students’ performance.
The first line of guard is a college senior, who is followed by a teacher mentor and an industry mentor.
And it is not just academics they discuss. “In the absence of a home environment, we encourage students to come to us with family and relationship issues as well,” says Bansal.
The wi-fi enabled campus in Noida is among the best in the country. State-of-the-art classrooms, auditoriums and sports facilities all add to the Amity brand.
There is a three-tier security system at the gates. All students are given special e-access cards.
“This is like a Z+ security,” laughs Vidhi Katewa, a first-year student, “But then, Noida is not a safe area.”
The institute has also ensured that the students need not step out of the campus.
A full-fledged market with restaurants, bookshops, beauty parlours, stationery shops and clothes is at hand.
“In my days, Amity Business School had one of the best campuses,” says Dilpreet Sahi, vice president of ABN AMRO Bank, who graduated in the general category in 1997.
“But every time I go back, I see a new wing or a building. It is almost like a university now,” he adds.
Another draw is the placement record. The institute boasts of 100% placement. The average salary package last year was R8 lakh per annum, the highest was R28 lakh
per annum. Companies such as Tata Consultancy Services, Canon, Ernst and Young, ICICI Bank and Indian Oil Corporation are its regular recruiters.
Established in: 1996
Main course: MBA (general)
Other courses: MBA in marketing, sales, entrepreneurship and retail
Course fee: R2.30 lakh per semester
Number of students per batch: 870
Faculty to student ratio: 1:18
Facilities offered: WiFi, laptops, sports facilities, well-stocked library and a market inside the campus
Day zero placements: 30%
Top recruiters: Colgate Palmolive India; Canon; Ernst & Young; ICICI Bank; Indian Oil Corporation; Tata Consultancy Services; Deloitte
Famous alumni: Dilpreet Sahi, vice president, ABN AMRO Bank; Manu Sharma, vice president, HSBC; Deepak Garg, general programme manager, Adobe